The Master Story behind Tesla's Model 3 Launch

BENGALURU: On August 2nd 2006, Elon Musk the CEO of Tesla Motors, through a witty official blog post explained the company’s strategy to make Electric Vehicles main stream.

The post was titled ‘The Secret Tesla Motors Master Plan (just between you and me)’, which in words seemed simple, and read:

1. Build sports car

2. Use that money to build an affordable car

3. Use that money to build an even more affordable car

4. While doing above, also provide zero emission electric power generation options. Don't tell anyone.

Fast Forward 10 years, last week Musk launched the Tesla Model 3 where in more than 115,000 reservations were made even before the sheets were pulled off the model. He began the launch highlighting the cause for which Tesla Motors stood. Pointing that carbon emission is at a record high and it is a high time to steer towards embracing clean energy. “We finally come to the Model 3, which is the mass market affordable model car” he quoted at the launch followed by cheers of appreciation from the audience. The audience on average cheered for every couple of statements he made.

Looking back, the Tesla Roadster was the first electric sports car which had a Miles per gallon gasoline equivalent (MPGe) of 2L/100KM. It shattered all stigmas about electric cars. Though the rate of production was just 500 units per year, it set the path for other companies to follow. The makers of Chevrolet Volt credits Tesla for the success of their endeavor. Tesla recently made available all of its patents to be used free by anyone.

The model S and X which followed were those that competed with combustion sedans of the world. ‘The best car of the year’ and several consumer portals also rated them as the ‘Best cars ever’. They showed what electric cars can really achieve being more efficient that mobile units of combustion generators, which apparently is even less efficient than combustion power plants.

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